Products from Birchbox's new Arrow brand.

Beauty retailer Birchbox is readying to launch its second in-house brand.

Called Arrow, the new offering launches Jan. 7, and was inspired by ath-leisure, comprising skin-care and color-cosmetics items. It follows Birchbox’s 2015 introduction of LOC, an acronym for Love of Color.

The lightweight, long-wearing Arrow products are designed to be worn during and after physical activity, said Katia Beauchamp, cofounder and chief executive officer of Birchbox.

“The goal with Arrow is to provide subtle color and practical skin-care and body products that make women feel fresh and confident wherever their busy days take them,” said Beauchamp. “We were inspired by the trend of ath-leisure in fashion, and felt that the same elements could apply to beauty — high-performance products that help you look your best without looking like you are trying too hard,” said Beauchamp.

The brand will start with a handful of products at launch, including Revive Cooling Cheek Tint, $18, a lightweight, long-wearing cheek tint intended to offer a natural-looking hue with a gentle cooling sensation. It is available in two shades: Berry Flush, a deep raspberry, and Pink Punch, a bright pink. Boost Color Enhancing Lip Balm, $14, is a high-tech moisturizing balm that reacts with the pH of users’ lips to enhance their natural color and create a unique shade of pink, said Beauchamp, who added that the product includes mango seed butter, vitamin E and luffa seed oil for hydration and protection. Protect Aluminum-Free Deodorant, $9, is an aluminum- and alcohol-free deodorant with a scent of pink grapefruit, mint leaf, ginger. Arrow Makeup Bag, $12, is a water-resistant makeup bag with the brand’s signature lime green, white and black design. At launch, a limited-edition Arrow Starter Kit, $36, will be offered, to promote brand visibility and sampling.

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Later this spring, Beauchamp noted, Birchbox will introduce five more Arrow products: Hydrate Soothing Facial, Endure Water-Resistant Mascara, Refresh On-The-Go Cleansing Cloths, Energize Tinted Serum and Sculpt Tinted Brow Gel.

Everything in the line is vegan, paraben-free, cruelty-free, gluten-free, and made in the U.S., noted Beauchamp. It will be sold on birchbox.com and birchbox.ca, as well as at Birchbox’s flagship in New York’s SoHo and the Birchbox beauty boutique at Rent the Runway’s store in Georgetown, District of Columbia. The Revive Cooling Cheek Tint and Boost Color Enhancing Lip Balm will be sampled in February Birchboxes; all new subscribers who sign up for February will receive the Boost Color Enhancing Lip Balm in their first box, Beauchamp said.

Birchbox has more than 1 million subscribers and operates in six countries — the U.S., France, Spain, U.K., Belgium and Canada.

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